What’s Happens After What Comes Next?

by R Lunde

What Happens After What Comes Next? … Targeted Interaction

 In two previous blogs, Efficiently Serving Customers Uniquely … the new power of digital communication (Aug 5, 2011) and Understanding the Digital Communication Tool Marketplace (Aug 7, 2011) I tried to identify What Comes Next … the overlay of digital communication tools … smartphones, tablets and e-readers and the fact that they enabled mass customization marketing.

 “What happens after what comes next?” is a line, written by a friend of mine, futurist Jim Taylor. That question became the title for a well-read book not too many years ago … and is the relevant question for this blog.

The Past is Prologue

 In 1995, Don Schultz, Stanley Tannenbaum and Robert Lauterborn wrote Integrated Marketing Communications Pulling It Together and Making It Work. The book challenged business to confront a fundamental dilemma in marketing ─ the fact that mass media advertising, by itself, no longer works. This landmark book revealed that strategies long used to deliver selling messages to a mass culture through a single medium were now obsolete.

Rick Fizdale, then CEO of Leo Burnett, said in the book’s preface …

  1. “The myth endured [mass markets] because we lacked the conceptual framework and tools to break down mass into more sophisticated, accurate, manageable, and profitable segments.”
  2. “It is feasible today and will become more so in the future to pare a mass down to a single individual.”
  3. “The database will prove to be a more powerful marketing tool than television ever was.”

What Comes Next?

 My two previous blogs, mentioned above, outlined the tools and technology that is moving into the market today. ProsperMobile has a great report on the deployment of smartphones, tablets and e-readers http://prospermobile.com/. USA Today had a very interesting article on mobile payments http://www.usatoday.com/tech/news/2011-07-25-mobile-payments_n.htm.  Google announced its acquisition of Motorola that will allow them to marry the Android OS with a mobile Smartphone http://www.usatoday.com/tech/news/2011-08-15-google-motorola-mobility-impact_n.htm. Mobile wallet payments will also get a major boost from the Google / Motorola mobile linkage. http://www.americanbanker.com/issues/176_158/google-motorola-mobile-1041177-1.html?ET=americanbanker:e7841:1477508a:&st=email&utm_source=editorial&utm_medium=email&utm_campaign=AB_top10_081911

We now have the technology and tools for ‘pulling it all together and making it work.’ In a relatively short period of time … individuals will be linked to the global internet with all of the communication, information, marketing opportunities coupled with safe, secure mobile payment options that opens wide the door for … What Happens After What Comes Next?


What Happens After What Comes Next? … Targeted Interaction

 What is Targeted Interaction … the ability to engage in a dialogue by providing relevant customers relevant information, incentives or a combination of both directly to those customers on the media platform of a customer’s choice coupled with the ability to capture responses. Targeted Interaction allows marketers the infinite possibilities of … creating customer value from the digital multiverse.

 Targeted Interaction likely changes everything … business strategy, competitive strategy, market strategy and marketing strategy. Products and brands are about to be based more on the customer relationship and less on the transaction. The center of innovation will shift from the manufacturer to the customer and a company’s marketing will be defined by its customers’ agenda.

 Why? How? I’ll discuss some of the new mysteries to master … Next Blog!